Morality Matters in the Marketplace: the Influence of Morally Based Attitudes on Consumer Purchase Intentions
In social psychology, morally based attitudes have been shown to strongly predict attitude-consistent behaviors. However, whether this basis predicts equally well in consumer research remains unanswered. Across five studies, we show that morally based attitudes are indeed a reliable predictor of consumer purchase intentions, even above other important factors.
Andrew Luttrell, Jacob Teeny, and Richard Petty (2018) ,"Morality Matters in the Marketplace: the Influence of Morally Based Attitudes on Consumer Purchase Intentions", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 943-943.
Andrew Luttrell, Ball State University
Jacob Teeny, Ohio State University, USA
Richard Petty, Ohio State University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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